We Fried Our Best
Using a single language technique to deliver a total stock sell-out.
The Thinking: Grill'd had a new recipe for their Healthy Fried Chicken Burgers, and the chicken within the burgers was crunchier, juicier, and tastier. The launch budget was lean, but the commercial ambition wasn't. So we used a simple language technique to make a small campaign perform like a big one. The result: total stock sell-out.
My Role: Creative Leadership, Concept Development, Content Strategy, Copywriting & Messaging
Maximum Impact, Minimum Spend
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Language Technique As Glue
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Maximum Impact, Minimum Spend — Language Technique As Glue —
We launched the new HFC Burgers with creative that demanded attention. Bold art direction and snappy wordplay-driven headlines maximised cut-through in a competitive category.
There were four new HFC burgers, and we wanted Aussies to try to try every single one of them.
By pricing each burger at just $5 (for a limited time only) we reduced the risk involved with trying something new. And a sequenced EDM journey introduced each burger individually, building anticipation and driving repeat visits.
The result drove epic volume, not just awareness.
Advertising has just seconds to grab someone’s attention.
So our print executions used layered wordplay — puns sharpened with double entendres — that rewarded a closer look
The joke made people stop. The burger made them hungry. The offer made them act.
The campaign's visual and linguistic energy translated perfectly into social: thumb-stopping creative that drove clicks.
The H in HFC stands for Healthy, and in a category where ‘healthy’ sounds like a contradiction, proving that claim wasn’t optional. So we created content that explained the burgers’ ingredients and cooking process, making the rest of the campaign credible.
